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Barbara Crystal

Barbara Crystal is a strategic marketing communications consultant with over 30 years of experience developing messaging, content, and marketing strategies across various industries including healthcare, insurance, and financial services. She has expertise in integrating messaging across multiple channels and audiences. Her professional experience includes leading product marketing communications at Blue Cross Blue Shield and communications roles at Aetna, JCAHO, and other organizations.

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Barbara Crystal 1717 S. Prairie Avenue Chicago, IL 60616 312-285-2513 (land) 773-406-2517 (cell/text) bcrystal2016@gmail.com STRATEGIC CONSULTING AND MARKETING COMMUNICATIONS SUPPORT High-energy marketing communications professional who can drive messaging, content development and marketing strategies. Successful at creating messaging architecture that clearly and concisely communicates business value across a spectrum of marketing channels and audiences. Attention to detail and an eye for quality, along with the ability to grasp and translate technical capabilities and concepts into benefits. An effective collaborator and strong team player, able to work cross-functionally with other teams including change marketing, public/media relations, internal training, operations, outbound marketing and sales. Expertise includes integrating messaging across marketing collateral, e-communications, video, newsletters, advertising/promotions, digital/social media, events and website content. Responsibilities include management of print and fulfillment vendors. PROFESSIONAL EXPERIENCE HEALTH CARE SERVICE CORPORATION, Chicago, IL (2008 - 2015) Lead Product Marketing Communications Consultant Member of the Product Marketing Communications team for Blue Cross and Blue Shield of Illinois, Montana, New Mexico, Oklahoma and Texas. Responsible for developing, researching, writing and editing a variety of communications related to the administration and promotion of health plans for national, large mid-market and small groups. • Serving as a chief business writer and editor for transparency and consumer-driven health care plan products. Serving on communications team for pharmacy and employer wellness products. • Directing strategic marketing communication planning for content development and implementation to support product positioning, brand awareness and thought leadership. • Collaborating with product marketing, social marketing and sales market segments to leverage company resources and customer relationships. • Supporting product marketing and strategy including product-launch management, sales training, internal and external presentations, sales tool, competitive analysis and general sales support. Independent Consultant, (2004 - 2008) • Allstate Insurance Company, Northbrook, IL – Fortune 100 insurance and financial services company. Account manager for consumer-facing collateral for product launches and customer-experience communications. Project/program management, writing and editing and agency interface for financial product marketing through agents and financial institutions.
• Aetna, Inc., Blue Bell, PA – Fortune 100 health insurance company. Writing and editing for monthly online newsletter for producers and brokers. • Healthcare Information and Management Systems Society (HIMSS), Chicago, IL – Educational and policy organization for health care IT professionals. Writing and editing for annual conferences and certification programs. • SPSS, Inc., Chicago, IL – Statistical software developer and marketer. Producing online content for customer promotions and emails. • Bankers Administration Institute, Chicago, IL – Professional and educational organization. Wrote, edited and produced trade show promotions, online content for BAI.com. • CorSolutions, Inc., Rosemont, IL – Disease management and health benefits firm. Wrote, edited health benefits communications for employees. AETNA, Inc., Chicago, IL (1997 - 2004) Communications, Promotion, Education Unit Head Senior member of a 16-state regional network team responsible for strategically aligning and managing education and communications related to the administration of national health plans. Significantly reduced operating costs by establishing and managing a nationwide bimonthly network newsletter. Independently wrote and edited majority of region’s publication for providers. • Developed, wrote and edited online content for physician portal, regional intranet and Aetna home website. • Created communication strategies and managed content for regional network management, quality management and patient management teams, aligning national strategies, benefit plans, membership, physician specialty, accrediting organization requirements and other marketplace factors. • Worked to align process/operational improvements across departments. Results to problem-solving approaches, improved turnaround times, internal customer satisfaction, and faster-to-market education, direct mail, newsletters and website/intranet content were achieved. • Integrated plan sponsor and member communications with health delivery and network programs. • Collected and disseminated communications with budget, across markets and other turnaround factors.
JOINT COMMISSION ON ACCREDITATION OF HEALTHCARE ORGANIZATIONS (JCAHO) Oakbrook, IL (1994 -1997) Marketing Director Strategically developed and implemented marketing communications for domestic and international healthcare consulting services. Developed programs and wrote collateral for relationship marketing, direct marketing, advertising, exhibits and public relations. Supervised planning, project management, vendor relationships; generated summary reports and budgets. • Developed and implemented first-ever strategic marketing plan. • Increased billable days 58% by launching niche consulting services. • Achieved a 7.3% direct mail response rate for new services launch. • Increased business development opportunities through educational seminars. • Developed and coordinated consultant speaking proposals. • Established process for implementing business development presentations and proposals. AMERICAN COLLEGE OF HEALTHCARE EXECUTIVES Creative Services Manager (1993 - 1994) AMERICAN HOSPITAL ASSOCIATION Account Manager, Marketing Communications (1991 - 1992) SPSS Inc. Direct Marketing Manager (1988 - 1991) U.S. LEAGUE OF SAVINGS INSTITUTIONS Marketing Manager (1983 - 1988) STANDARD RATE AND DATA, Inc. Copywriter (1978 - 1983) PROFESSIONAL ASSOCIATIONS International Association of Business Communicators EDUCATION 2007 Illinois Institute of Technology Project Management Professional Candidate 1978 University of Iowa Bachelor of Science, Summa Cum Laude, Journalism and Business Administration

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BC Resume

  • 1. Barbara Crystal 1717 S. Prairie Avenue Chicago, IL 60616 312-285-2513 (land) 773-406-2517 (cell/text) bcrystal2016@gmail.com STRATEGIC CONSULTING AND MARKETING COMMUNICATIONS SUPPORT High-energy marketing communications professional who can drive messaging, content development and marketing strategies. Successful at creating messaging architecture that clearly and concisely communicates business value across a spectrum of marketing channels and audiences. Attention to detail and an eye for quality, along with the ability to grasp and translate technical capabilities and concepts into benefits. An effective collaborator and strong team player, able to work cross-functionally with other teams including change marketing, public/media relations, internal training, operations, outbound marketing and sales. Expertise includes integrating messaging across marketing collateral, e-communications, video, newsletters, advertising/promotions, digital/social media, events and website content. Responsibilities include management of print and fulfillment vendors. PROFESSIONAL EXPERIENCE HEALTH CARE SERVICE CORPORATION, Chicago, IL (2008 - 2015) Lead Product Marketing Communications Consultant Member of the Product Marketing Communications team for Blue Cross and Blue Shield of Illinois, Montana, New Mexico, Oklahoma and Texas. Responsible for developing, researching, writing and editing a variety of communications related to the administration and promotion of health plans for national, large mid-market and small groups. • Serving as a chief business writer and editor for transparency and consumer-driven health care plan products. Serving on communications team for pharmacy and employer wellness products. • Directing strategic marketing communication planning for content development and implementation to support product positioning, brand awareness and thought leadership. • Collaborating with product marketing, social marketing and sales market segments to leverage company resources and customer relationships. • Supporting product marketing and strategy including product-launch management, sales training, internal and external presentations, sales tool, competitive analysis and general sales support. Independent Consultant, (2004 - 2008) • Allstate Insurance Company, Northbrook, IL – Fortune 100 insurance and financial services company. Account manager for consumer-facing collateral for product launches and customer-experience communications. Project/program management, writing and editing and agency interface for financial product marketing through agents and financial institutions.
  • 2. • Aetna, Inc., Blue Bell, PA – Fortune 100 health insurance company. Writing and editing for monthly online newsletter for producers and brokers. • Healthcare Information and Management Systems Society (HIMSS), Chicago, IL – Educational and policy organization for health care IT professionals. Writing and editing for annual conferences and certification programs. • SPSS, Inc., Chicago, IL – Statistical software developer and marketer. Producing online content for customer promotions and emails. • Bankers Administration Institute, Chicago, IL – Professional and educational organization. Wrote, edited and produced trade show promotions, online content for BAI.com. • CorSolutions, Inc., Rosemont, IL – Disease management and health benefits firm. Wrote, edited health benefits communications for employees. AETNA, Inc., Chicago, IL (1997 - 2004) Communications, Promotion, Education Unit Head Senior member of a 16-state regional network team responsible for strategically aligning and managing education and communications related to the administration of national health plans. Significantly reduced operating costs by establishing and managing a nationwide bimonthly network newsletter. Independently wrote and edited majority of region’s publication for providers. • Developed, wrote and edited online content for physician portal, regional intranet and Aetna home website. • Created communication strategies and managed content for regional network management, quality management and patient management teams, aligning national strategies, benefit plans, membership, physician specialty, accrediting organization requirements and other marketplace factors. • Worked to align process/operational improvements across departments. Results to problem-solving approaches, improved turnaround times, internal customer satisfaction, and faster-to-market education, direct mail, newsletters and website/intranet content were achieved. • Integrated plan sponsor and member communications with health delivery and network programs. • Collected and disseminated communications with budget, across markets and other turnaround factors.
  • 3. JOINT COMMISSION ON ACCREDITATION OF HEALTHCARE ORGANIZATIONS (JCAHO) Oakbrook, IL (1994 -1997) Marketing Director Strategically developed and implemented marketing communications for domestic and international healthcare consulting services. Developed programs and wrote collateral for relationship marketing, direct marketing, advertising, exhibits and public relations. Supervised planning, project management, vendor relationships; generated summary reports and budgets. • Developed and implemented first-ever strategic marketing plan. • Increased billable days 58% by launching niche consulting services. • Achieved a 7.3% direct mail response rate for new services launch. • Increased business development opportunities through educational seminars. • Developed and coordinated consultant speaking proposals. • Established process for implementing business development presentations and proposals. AMERICAN COLLEGE OF HEALTHCARE EXECUTIVES Creative Services Manager (1993 - 1994) AMERICAN HOSPITAL ASSOCIATION Account Manager, Marketing Communications (1991 - 1992) SPSS Inc. Direct Marketing Manager (1988 - 1991) U.S. LEAGUE OF SAVINGS INSTITUTIONS Marketing Manager (1983 - 1988) STANDARD RATE AND DATA, Inc. Copywriter (1978 - 1983) PROFESSIONAL ASSOCIATIONS International Association of Business Communicators EDUCATION 2007 Illinois Institute of Technology Project Management Professional Candidate 1978 University of Iowa Bachelor of Science, Summa Cum Laude, Journalism and Business Administration